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The current study investigates the impact of environmental sustainability government initiatives (ESGI), social platform influence (SPI), environment awareness (EA), and environment consciousness (EC) on green practices (GP). Data were collected using a self-administered survey targeting Gen Z consumers. A total of 354 responses were analyzed using the partial least square structural equational modeling (PLS-SEM). The results reveal that SPI, EA, and EC have a significant positive impact on GP, while ESGI does not affect GP. The study also examines the mediating role of EC and EA in the adoption/implementation of green practices. Further, the moderating influence of gender was also found in the model. The study highlights the importance of SPI and its effect on the green practices of Gen Z, which will guide businesses and marketers in promoting their green initiative.
Agrawal et al. (Fri,) studied this question.